The seventh annual SportsBusiness Journal/SportsBusiness Daily Reader Survey attracted more than 2,000 votes as readers gave their opinion on the key issues and key people that drive the industry.

Among the highlights:

■ The UFC continues to get some love, but readers aren’t ready to put both feet into the octagon. Only three other sports properties ranked higher when readers were asked which property is the most innovative, and only two outranked the UFC when readers were asked about properties with the most growth potential. Yet 55 percent of readers said they wouldn’t align their brand with the UFC.

■ When it comes to the marquee events in college sports, it isn’t even close. A whopping 84 percent of voters said they’d take March Madness over the BCS (13 percent). Perhaps some fallout from alumni of schools that were shunned in previous bowl seasons?

■ Did Comcast/NBC overpay for Olympic rights? You bet, said 62 percent of voters.

■ A total of 65 percent of readers said they think ESPN needs a strong competitor, and 43 percent said Comcast/NBC has the best chance of cutting into ESPN’s sports media dominance.

■ Social media continues to catch fire, with nearly 76 percent of readers saying they are active on Facebook (compared with 62 percent when the question was last asked in the 2009 survey), and 58 percent saying they are active on Twitter (compared with 42 percent in the 2010 survey).

■ Readers like a good scrap, as nearly 70 percent said that player fighting is a key part of the NHL game and shouldn’t be banned by the league.

■ If the NFL returns to the Los Angeles market, where will the stadium be? An overwhelming majority of voters, nearly 78 percent, gave the nod to Farmers Field at L.A. Live. Fewer than 10 percent said City of Industry.

Once again, Turnkey Sports & Entertainment provided technical support for the survey, which was conducted online